WEBINAR OVERVIEW Consumer-retailer frontier: what consumers expect and email strategies that deliver

This is an archived article - we have removed images and other assets but have left the text unchanged for your reference

Greg Zakowicz, senior commerce marketing analyst at Oracle + Bronto, started the webinar by talking about customers’ expectations of personalisation, based on the information they are willing to share with them.

Consumer expectations (drawn from Oracle + Bronto research)
• Consumers expect retailers to track their shopping habits (61% of millennials do expect this, although 13% don’t, and 76% of baby boomers expect this).
• How do consumers expect brands to use the information they collect? Appear happy to give up information in exchange for discounts, product information – but what they get in return must work, eg product recommendations.
• How often are you satisfied by product recommendations made by online shopping stores? 17% of millennials are always and 39% frequently satisfied; 41% of generation X shoppers always satisfied; 34% of baby boomers always satisfied.
• In-store expectations: what do shoppers do in store with their phones? All generations are most likely to be looking up product information, to help inform product decision: “Just in time content for a just in time buyer.”
• Consumer expectations: Expecting to use phones in store? Expectation of more personalised in-store experience? 52% of millennials say yes, 47% Gen X, 23% baby boomers.
• What would help? Instore wifi, interactive spaces, equipping sales associates with tablets for real-time product info. But the impact of free wi-fi on sales doesn’t have that much effect.
• Assessing the importance of free wi-fi, dressing rooms, sales staff, product availability, ease of checkout on the in-store retail experience.

Retailer business objectives
• Which features have the highest potential to improve sales or profit (and how satisfied retailers are with their performance): website experience, marketing channel attribution and the mobile experience top the chart in the UK market.
• The importance of delivering the right message at the right time in the right channel:
• Message personalisation: 55% of retail brands are satisfied they are sending the right message, 42% at the right time, 54% in the right channel.
• UK retailers very focused on channel attribution and where people are interacting.

Email marketing strategies
• Welcome messaging strategy: why it’s important to distinguish between the groups seeing the message. With examples. Personalised messages can lift sales by 134%.
• Browse recovery messages
• Abandoned strategy message: probably most profitable but can always be better. Analyse the strategy, test and vary timing, based on data points. Content of messages. Incentives. Number of messages: don’t stop at 3.
• Product recommendations: can make email relevant to 100% of audience. With examples.
• Pitfalls and how to avoid them: don’t be too specific with wrong recommendations; the problems with generic recommendations.

The webinar was followed by a Q&A session. Find out more about this webinar here, where you’ll soon be able to watch it again at your convenience.

Read More

You may also like

Register for Newsletter

Created with Sketch.

Receive 3 newsletters per week

Created with Sketch.

Gain access to all Top500 research

Created with Sketch.

Personalise your experience on IR.net